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Exploring New Frontiers: 3D Printing For Fashion & Marketing

3D Adam and Bin

Adam Huang (left) and Bin Lu (right).

3D printing will change the world, or so proponents claim. From houses and cars to body parts and clothing, the possibilities seem limitless. But what does this mean for fashion and marketing today?

Velvet invited two Shanghai-based innovators and business partners in 3D printing to speak at the French Chamber of Commerce last Thursday about how brands use 3D printing technology in marketing.

Lights from Xuberance.

Lights from Xuberance.

Bin Lu is Co-Founder of 3D design firm Xuberance. The firm recently took home First Prize at Salone Satellite at Milan Design Week for its line of 3D printed lamps and will open China’s first 3D shop this summer. In addition to its own designs, Xuberance also works with brands on prototypes and campaigns.

Xuberance headpieces for Aveda "Essence" series.

Xuberance headpieces for Aveda “Essence” series.

Adam Huang is Co-Founder of Creature of Creation, a start-up that focuses on 3D printed lifestyle products such as plates, cups and jewelry. Huang is a proponent of 3D printing’s potential to empower consumers and inspire creativity. Creature of Creation partnered with Hennessy to promote Classivm, a cognac targeting the young Chinese market. For the campaign, Creature of Creation built a 3D body scanner that has traveled to over 100 nightclubs. The scanner is displayed in the VIP sections of nightclubs and club goers who have their bodies scanned receive a miniature replica of themselves as a souvenir.

For another collaboration, the startup created 3D nails for a photo feature in ELLE China and have already received requests from nail salons. According to Huang, jewelry will be the next big industry for 3D printing. When asked how the new technology will impact more traditional craftsmanship, Huang thought 3D printed products would address the demand for affordable luxury from the burgeoning middle class while the market for higher end goods will remain.

Figurines generated from Creature of Creation body scanners for Hennessy Classivm campaign.

Figurines of club goers generated from the Creature of Creation body scanner for Hennessy Classivm.

coc 3

Creature of Creation body scanner and promotional station for Hennessy Classivm.

 

China Digital Roundup | Personal Care, Wearable Device, 3D Printing, Social Media

A roundup on how digital is transforming our life and business – both in China and the rest of the world through January 17th.

Digital Inception Review

17% Personal Care Brands Have Mobile-Optimized Sites in China

By Luxury Daily

Half of the mobile sites examined in L2′s latest China report offer click-to-call customer service and a quarter provide one-click email for customer service. L2′s Personal Care China report asserts that the fragmented digital landscape, big investments and the need for localized marketing has forced several personal care players to resign their efforts in China. For the brands committed to navigating the densely forested paths to consumers, L2 argues that digital is the clearest avenue available.

 

China now has half a billion mobile web users, 618 million total internet users

By Tech In Asia

Here are the latest figures from the China Internet Network Information Center (CNNIC) for December 2013. They show strong growth from the agency’s last report midway through 2013 when we saw that China had 591 million internet users and 460 million mobile netizens. The number of mobile web users has more than doubled from the end of 2009 when there were only 233 million accessing the web via phones. China’s smartphone boom – there are about 270 million active Android users in the country right now – has surely caused a big bump in mobile web browsing in the past few years.

 

This Bracelet Knows When You’ve Had Too Much Sun

By Fast Co

Introduced at this week’s Consumer Electronics Show in Las Vegas, Nevada, the June may look like a bracelet you’d buy at Claire’s, but it’s actually a fashionably designed wearable that measures exposure to the sun. Made by Netatmo and designed by Louis Vuitton and Harry Winston collaborator Camille Toupet, the June syncs over Bluetooth to a paired iPhone, where an app tells you how much sun you’re getting based upon readings from the bracelet’s photovoltaic gem, and then recommends sunglasses, a hat or a specific sunscreen based upon the measurements. While Netatmo’s June might seems like a gadget for outliers, it actually represents an important step forward. It’s wearable tech that someone might buy for looks alone, not giving a damn about how “smart” it is.

 

3D Printing is Starting to Revolutionize the Fashion Industry

By SCMP

Will the 3-D printer replace the sewing machine as the favored tool of fashion designers? In recent months, 3-D-printed clothes and accessories have shown upon Project Runway (a contestant printed belts), the actual runway (Dutch designer Iris van Herpen’s 3-D-printed collection called Voltage) and on the Neiman Marcus website (which sells 3-D pieces such as Bathsheba Grossman’s sculptural stainless steel orbs). A few days ago, 3-D-printed fashion had perhaps its biggest moment when CBS broadcast the annual Victoria’s Secret Fashion Show. Model Cara Delevingne walked the runway in computer-generated angel wings, while Lindsay Ellingson was outfitted in a corset, bustle and arm pieces intricately designed to look like snowflakes.

 

The Need to Address China Social Media Differently

By Fast Co

A brand or a company venturing online in China better not do so in the way they would in the West. Expect participation and engagement. Both positive and negative. Produce quality content or engage in a smart way and people will respond with a host of likes, comments and re-posts. Whole debates might rage, prompted by your video, infographic or picture. The research company Altimeter recently mapped China, followed by Indonesia, Philippines, Vietnam and Malaysia, as the most engaged online populations in the world. The U.S., UK, Germany and France were significant laggards by this measure.

 

Photo courtesy: L2